Research on the Influence of Ritual Consumption on Brand switching Behavior: Based on the Perspective of Self-expansion

Zhilong Zhou, Suyuan Wang (), Chuangye Li and Mengting Luo
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Zhilong Zhou: Guangdong University of Finance and Economics, School of Business Administration
Suyuan Wang: Xi’an Jiaotong University, School of Business Administration
Chuangye Li: Guangdong University of Finance and Economics, School of Business Administration
Mengting Luo: Guangdong University of Finance and Economics, School of Business Administration

A chapter in Proceedings of the 2025 10th International Conference on Financial Innovation and Economic Development (ICFIED 2025), 2025, pp 622-631 from Springer

Abstract: Abstract Currently, brands are facing increasingly fierce competition, and rituals have become an important method for brands to create positive feelings among consumers. In order to establish long-term relationships between brands and consumers, one issue needs to be addressed: Can rituals enhance consumer-brand connections? Existing literature has not yet provided a clear answer to this question. The current research, based on a self-expansion perspective, conducted three experiments to demonstrate the impact of ritual consumption on consumer brand switching. By analyzing the underlying process, the current research found that self-brand connection plays a mediating role in this process and further explored the boundary conditions of consumer brand norms. This research expands the research perspective on ritual consumption in the field of marketing and provides insights for marketers on how to reduce consumer brand switching.

Keywords: Ritual consumption; self-brand connection; brand switching behavior; consumer-brand relationship norms; self-expansion theory (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-702-1_66

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